I Know Just the Place Tourism and Events Queensland
If you think sunshine, sandy beaches and coral reefs are all that Queensland has to offer, you’re only scratching the surface. This campaign for Tourism and Events Queensland reveals there are so many other great experiences there for you to discover.
Tourism and Events Queensland (TEQ) and J. Walter Thompson Sydney launched a stunning creative brand platform for Queensland, aimed at redefining the State and its attractions to Australia and the world.
The campaign, ‘I know just the place’, showcased a range of experiences that go beyond the traditional locations and attractions shown in previous executions, using proud locals as the stars. It iwa the first campaign executed by J. Walter Thompson Sydney since being appointed by TEQ following a competitive pitch.
J. Walter Thompson Sydney ECD Simon Langley said the agency was honoured to work on such an iconic Australian destination, with the resulting campaign one that utilised all of the agency’s capabilities across all channels to reposition the State for the future.
“Queensland is much more than a ‘sunny beach break’. It has a depth and breadth of experiences that are just what today’s traveller is looking for. The objective of our new creative approach is to bring this to life by showing the real Queensland. And no-one knows what the real Queensland has to offer like local Queenslanders do. So the ‘I know just the place’ creative platform leverages welcoming locals revealing the amazing experiences that they know best.”
Langley said the campaign appeals to a range of different target audiences, from Queenslanders, interstate travelers and international visitors. The work was shot by the director of Gallipoli & Puberty Blues Glendyn Ivin and features a music track from local newcomer Sahara Beck, supported by the Queensland Symphony Orchestra.
The campaign was seen in key Queensland and eastern seaboard markets, with other domestic and international media throughout 2017. Work undertaken by J. Walter Thompson Sydney includes a complete re-brand including TVCs, long form digital content, social, outdoor and print.